Wipes in the Netherlands

2021 DEVELOPMENTS

Consumers’ need to maintain hygiene spurs growth in wipes

Wipes enjoyed positive retail current value growth in 2021, thanks to the focus by consumers on health, hygiene and convenience. With COVID-19 still spreading, constant cleaning at home was necessary, maintaining sales of home care wipes and floor cleaning systems well above the pre-pandemic level.

Sustainability and the natural trend become increasingly important in wipes

Wipes from small lesser-known brands are widely available, particularly sold online. Many of these products are fixated on the natural trend and the use of natural additives such as aloe vera and different oils.

Kimberly-Clark and Procter & Gamble lead wipes

Kimberly-Clark and Procter & Gamble Nederland continued to lead wipes in the Netherlands in 2021, with the two companies neck-and-neck with their Page and Huggies brands, and Swiffer, Pampers and Oil of Olaz brands, respectively. Both companies offer versatile products in a wide variety of channels and constantly offer value-added products.

PROSPECTS AND OPPORTUNITIES

Wipes likely to benefit from the ongoing COVID-19 pandemic

COVID-19 is likely to have a short to medium term impact on sales of wipes, as consumers are expected to remain fully attentive to maintaining a high level of hygiene. In particular, demand for home care wipes and floor cleaning systems is expected to remain strong and see growth over the forecast period.

Availability of natural and sustainable wipes likely to increase

The natural and sustainability trends are likely to play an important role in driving sales in wipes over the forecast period, especially value sales, as the unit prices of these products are generally higher. The expectation is that products will increasingly use materials which are biodegradable and free from plastic.

Established brands and private label to compete fiercely with small eco brands

However, small eco brands offering natural and sustainable products are likely to face fierce competition over the forecast period. Unless these companies appeal to consumers with additional unique services, they will face competition from established brands and private label, which also started to tap into their niche in 2020 and 2021.